SoCal PhotoExchange

Current Internet Photo Marketing Terms

Posted in Photo Art Business, Photography by Gerhard Clausing on August 19, 2017

Artsy.net is a third-party artist information organization that serves as an informational link between artists, galleries, and collectors. Their business model is to facilitate art sales and in the process, get a referral fee for this service.

For instance, here is a portion of the “Photography for sale” page:

2017-08-15 13_59_55-Collect _ Artsy.jpg

Artsy.net also provides educational functions, such as the ability to study the works of many photographers, painters, and other artists.

Recently Artsy.net provided some updated art buying definitions that reflects the move to virtual galleries, such as these:

Online Art Market The online art market includes all art objects available to buy and sell online, whether from galleries, auction houses, e-commerce companies, or online art platforms.

Brick-and-Click A gallery with both a physical location and an online presence.

Online Art Platforms Connect buyers and sellers around the world, enabling galleries, dealers, and auction houses to list their inventory online and connect with interested collectors, such as Artsy.com.

Online Buyer  A collector or prospective buyer who purchases art online, either through a third party platform like Artsy or directly from a gallery or auction house’s website.

SaaS An abbreviation that stands for “Software as a Service”. Artsy’s SaaS products, the Content Management System (CMS) and Folio, function as a comprehensive suite of digital tools that increase access to a gallery’s online platform.

Click-and-Buy Refers to a method that allows collectors to buy art directly through a website. On a third-party platform like Artsy, users can “click-and-buy” by pressing a single button from an artwork page that then sends a message to the gallery through CMS. In discussing the success of galleries online, Artsy.com discusses the difference between click-and-buy and pay-per-click which, alternatively, involves rerouting collectors interested in a work to auction houses and galleries.

Metadata Is data (information) that describes other data (information). In the context of the art-world, Metadata is information about artworks, artists, designers, and architects that serves to identify and classify them. For example, artwork dimensions, exhibition history, and an artist’s birthday all fall under the category of metadata.

Online Sale An online sale is “a sale where any part of the art sales process has an online element” (TEFAF Art Market Report: Online Focus). Similar to the means by which someone assess Art Fair sales, if the user discovers an art work on an online platform like Artsy and then purchases the work offline with the gallery, the sale is still considered an ‘online sale’ because the online platform facilitates the initial connection between user and gallery.

SEO An abbreviation that stands for “Search Engine Optimization”, is the process of affecting the visibility of a website or page in organic search results. SEO includes anything you can do to get your website content to show up higher in an internet search, and more frequently, on search engines like Google.

Confirmed Buyer Once a sale on has been verified by the gallery or collector, such as with Artsy.com the user receives Artsy Confirmed Buyer (ACB) status. Identifying ACBs could increases the quality of a gallery’s experience on Artsy and is a reciprocal process for all partners, ensuring that all future galleries can proceed confidently when they receive a new inquiry.

Each of the definitions is followed by further explanation and context. Very useful; check it out here!

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